Spring Festival home textiles economy is not to force?

Just after the Spring Festival, all walks of life began to actively prepare for the opening of the Dragon Year Market, always remembering to sum up the economic benefits brought about by the “crazy” Spring Festival holiday. Thanks to the arrival of the Spring Festival, the beauty and hairdressing industry has "laughed". The tourism industry is booming. The food and clothing industry makes a huge profit. The transportation industry and the communications industry are among the biggest beneficiaries. The same is true for the Spring Festival economy. The textile industry is somewhat disappointed because its sales margin is insignificant compared with the above industries. Not only the home textile industry, most of the industries that produce non-essential goods are affected by the economic downturn. The income and expenditure are not as expected. It is reported that this year even the sale of artillery bamboo is no better than before.

The brand is eager to let Lee seem to have reason to discount the brand every month of the year. New Year's Day, Spring Festival, Valentine's Day, Women's Day, Labor Day, etc., any holiday can pull a holiday economy, of which the most outstanding is the Spring Festival. Because of the long holidays and the traditional festivals of the Chinese nation, pulling domestic demand is often the most eye-catching at this time. With data analysis, the people are most willing to spend money at this time.

Home textile brands have also stepped up efforts to promote discounts. Many brands launched a 50% discount promotion during New Year's Day. Most of the brands that have counters in the mall continued their activities until the end of the Spring Festival. Some brands even took advantage again during the Spring Festival. , 1 to 3% off crazy sales.

After the Spring Festival holiday, new spring products have already landed in major shopping malls in Beijing. However, almost every brand has a float or a corner, and it is still focusing on sales of seasonal products. Some brands directly discount old products, and some brands use new ones to promote sales of old ones. Sales staff said that these products are already the lowest price in a year, and now the most cost-effective purchase. When consumers ask when the Spring Festival sales promotion is over, salespeople usually say that they are about to end or are the last day of the Spring Festival promotion. They hope to stimulate consumption, and consumers often do not buy it.

Home textile products are not as popular as clothing. In particular, bedding products in the kit category often do not have obvious seasonal characteristics. Most consumers cannot distinguish between new products and old ones. Why do companies want to discount off-season products? Xinguangtiandi Italian home textile brand sales staff said: "There is no obvious difference between old and new styles, but for the old customers, the product is new and old at a glance, and like the Italian brand, each year will produce a lot of new design patterns, the old style has no commitment Because it is necessary to create profit value, discount promotions are normal, and discounting some items is an effective way to improve the performance of counters.For consumers with insufficient spending power, promotional products are more attractive because they have more High price-performance ratio; and for other customers, the contrast of promotional products can reflect the uniqueness of the regular-priced products, so as to show the advantages of new products. They are willing to choose to buy products that are at the forefront of fashion. It's just what you need.”

The brand with counters in the shopping malls was well-earned during the Spring Festival. Many small home textile sellers had already seen the signs of the Spring Festival economy not being able to do so. They packed up their bags and rushed out of business before the Spring Festival to go home and celebrate the holidays.

Fortunately, there are e-commerce, Taobao Mall's home textile business is spared no effort to discount, claiming that this is the last crazy year of the Rabbit discount. Fu Anna's products have a 20% discount during the Spring Festival, and there are gifts; more than 50% off in the whole game, and an extra bonus bag; the activity of 150 RMB over 300 RMB during the Spring Festival is not over yet, and the Lantern Festival begins again. Activity notice...

In short, all businesses are pointing to returning funds during the Spring Festival, reducing inventory pressure, and arranging inventory and market space for new products after the year.

Consumers' restrained consumption and brand eagerness to make profits are in stark contrast to consumer attitudes—constrained consumption, precisely the consumption of durable goods and non-essential goods.

According to the older generation of consumers, “The economy is in a sluggish state, and everything goes up. The price of vegetable meat is doubled. It is precisely because of this that money is spent on the knife.” The Chinese New Year must not be short of food. To wear new clothes, compared with these necessary consumer items, the idea of ​​replacing home textile products is naturally abandoned by many consumers. Unless the consumer is about to get married or if the home just needs a certain type of home textile products, it will be discounted.

In addition, the reason why the Spring Festival economy can be produced is that the Spring Festival is a family reunion festival. At this time, many relatives and friends must present gifts. It stands to reason that home textile products have strong practicality and should be a very good holiday gift, but children who have heard of work abroad go home to bring their clothes, food, and skin care products to their parents, but they have not heard of anyone who is resistant to it. The four or five catties of home textile products come home to honor the elderly.

Another example is that many consumers have shopping cards in their hands during the New Year this year. However, according to the reporter's observation at Beichen Shopping Mall in Beijing, people who buy cashmere sweaters with shopping cards are far more likely to buy cashmere quilts and cashmere home textile kits.

This shows that as a holiday gift, home textile products have their own limitations, such as heavy, inconvenient transportation, it is not convenient to return, and if it is the first time to visit someone's home, do not know the owner's home style is difficult to match.

Another important reason for poor sales of home textile products during the Spring Festival comes from the limitations of e-commerce. Of course, this not only exists in the home textile industry, but also in various consumer sectors. E-commerce seems to solve the problem that companies can't open stores. However, in fact, e-commerce also requires personnel operations, such as placing orders, changing prices, consulting, etc. Even if they can order themselves, they also need courier delivery. However, during the Spring Festival, almost all express delivery companies were out of service. As early as the week before the Spring Festival, the express delivery business was approaching stagnation, at least until the seventh day of normal operation. This has seriously affected the speed of logistics and brought great inconvenience to consumers who had chosen online shopping for quickness and convenience. Therefore, during the Spring Festival, the amount of home textile products sold on the Internet is far from the holiday economy such as the Double 11 Singles Festival.